Mobility company takes a new path

Rascal sold scooters the old-fashioned way: Daytime direct response television ads aimed at senior end-users, which led to a visit from a salesperson.

Our effort for this partner began internally. A positioning statement of “move on it” unified and motivated the company’s sales force. We created all new sales materials that consistently featured users “off” of the vehicle. We wanted to highlight that Rascal was closer to a golf cart than a wheelchair — and that it would expand the user’s radius and get them out in the world.

As part of our engagement with Rascal we recommended they:

• Promote empowerment and freedom, remove the stigma of aging
• Market not only to end users, but to caregivers as well
• Seek additional sales channels such as Internet, medical supply chains and mall kiosks